Monday, October 20th

1:00 PM - 2:15 PM

Track II: Ballroom Terrace - Live Webcast from this Room

Big Data Revolution for Digital Marketing: From TV Networks and Studios to Games and the Scalable Web

Alex Mannella, Partner, PwC

Vincent Bruzzese, CEO, C4 R&D

Richard S Maraschi, Global Solutions Leader, Big Data & Analytics IBM

Brandon Hartness, Evangelist, Adobe Marketing Cloud

Rob Gabel, CEO and Co-Founder, Tubular Labs

Scott Campbell, Industry Principal, Media, Industry Value Engineering, SAP America Inc., Moderator


basket analysis. Alex is an active member of the American Statistical Association (Chicago Chapter) and the Chicago Association of Direct Marketing.


Richard Maraschi leads IBM’s global strategy and solution development efforts for Big Data & Analytics for the media & entertainment industry, developing solutions for and advising clients and internal IBM teams on how best to apply IBM’s vast Big Data & Business Analytics portfolio.  He has particular expertise in developing and deploying customer profiling, engagement/churn, demand forecasting, customer targeting, and marketing campaign optimization capabilities.  Prior to this role, Maraschi was an associate partner in IBM’s Digital Media Consulting Practice where he advised customers in the areas of information management & advanced analytics. Prior to joining IBM, he held several executive and management roles including: vice president, product management at Ascent Media Group (A Liberty Media Company); director, product management, games at Yahoo; worldwide product marketing manager, Hewlett-Packard Digital Entertainment; and director of new product development at Sony Corp.  Maraschi earned a bachelor’s degree in engineering from New Jersey Institute of Technology and a master’s in Business Administration from Cornell University.  He is currently resides in Los Angeles where he is pursuing a Masters of Data Science at the University of Southern California.


Scott Campbell is a Senior Principal for Media, Sports & Entertainment Industries; bringing over 25 years operational and business leadership experience to SAP’s Industry Value Engineering practice in North America; which helps customers get the most from investments in SAP’s platform by bringing benchmarking, best practices and creative new approaches to innovation using design-thinking and other solution oriented techniques.   A true pioneer of digital media and digital supply chain initiatives; Scott has held leadership roles over Video Operations, Content Management and eBusiness Platforms at companies including Scripps Networks and the Associated Press. He was relocated to the US by Lucent Bell Labs in the late 90s after helping conduct several industry firsts in the UK, including orchestrating the world’s first e-commerce digital music download over the internet with Duran Duran, Liquid Audio and CNN at Abbey Road Studios; plus a Guinness Book of World Records entry for the first live concert performed to a mass audience over the internet by Queen Drummer Roger Taylor and Virgin Radio.   Scott became one of Apple’s earliest media solution partners and has received several awards including the UK Information Society Initiative ‘Creative Concepts’ Award in 1996 for a handheld audio device prototype he developed called the SoundPad (which predates the iPod). He also worked on Robbie Robertson’s Storyville record; which was nominated for a Grammy for Best Engineered Album in 1991, and worked with Annie Lennox, George Michael and Simple Minds and many other artists earlier in his career as a recording engineer.


Brandon Hartness is a Marketing Cloud Evangelist, sitting within the Product Management and Engineering teams for Adobe Marketing Cloud. Because of the dual nature of his role, Brandon’s work focuses partly on understanding and guiding the interconnectedness of Adobe’s marketing solutions and partly on working directly with Adobe’s customers to understand how their business challenges and strategies line up with Adobe’s roadmap and vision. Brandon’s digital marketing career spans more than 16 years.


Rob Gabel is the co-founder and CEO of Tubular Labs, the leading online video intelligence and marketing company that helps creators, brands and agencies grow and engage their online video audience. Building a marketing and analytics company around online video unites two of Gabel's passions – online content and online marketing.  Gabel became fascinated with the promise and power of online video while serving as senior vice president of advertising performance at Machinima and broadened his online video experience by consulting for YouTube-centric media companies DanceOn and AwesomenessTV. His online marketing experience includes serving as senior vice president of marketing LowerMyBills and vice president of marketing for both Inadco and Netflix. As one of the first employees at LowerMyBills, Rob helped the company grow from pre-revenue to over $200 million organically before being acquired by Experian in 2005 for nearly $400 million.


Vincent Bruzzese, CEO, C4 R&D:  Over the past ten years Vincent has worked on over 1,000 films, impacting the development, execution, marketing or release of each one.  Vincent Bruzzese began his career as a university professor of statistics and sociology; however, he left academia to join MarketCast (owned by Variety-Cahners) to co-develop their movie tracking product (and prediction models), ushering in a new way of tracking the success of a marketing campaign in the industry. He went on to head up client service for the company, spearheading several new initiatives (all of which are still used today, particularly Strategic Positioning Assessments) and developing relationships with each studio. In late 2001 he joined the emerging marketing research and consulting company to start their entertainment division Worldwide Motion Picture Group, recognizing their vision for innovating both research and audience assessment.  During his nine years at MPG, Vincent has developed a worldwide tracking product, making him responsible for two of the three movie trackers in the industry. He also discovered new ways to assess the viability of potential projects or scripts, and has directly impacted the execution of many films through the screening process, authored new ways to craft analysis of creative material as well as advised on the best manner in which to not only communicate to but also reach the intended audience. He is also known as the foremost expert on box-office predictions in the industry today. Due to his work in these areas, his experience in understanding, interpreting and messaging to today’s moviegoers is almost unparalleled.



Alex Mannella is a Partner at PwC, who has helped clients in the entertainment, telecommunications, gaming, financial services, tax preparation, airline, public sector, health care, consumer products, and pharmaceutical industries. Alex is an expert on the issues of customer value management, response modeling, database marketing, and data mining. He has extensive experience in developing response and segmentation algorithms for marketing organizations of varying sizes, database development, and the use of artificial intelligence (Neural Nets and Genetic Algorithms) and time series techniques for data mining studies. In addition, Alex was one of the founders of Diamonds Information and Analytics Practice (DIAC) and currently helps lead that practice as part of PwC. The practice is out of Mumbai, India.  Prior to joining PwC, Alex was vice president of research at Econometrics, Inc., a publicly-held market research company located in Chicago. He was instrumental in the redesign of their national database of more than 180 million records for response modeling, data mining and direct marketing campaigns. In addition, Alex played a key role in the development of the life-stage variable at Econometrics, a variable that is a key component in CRM and market